Operating a national RSV awareness program across media, measurement, and multicultural audiences

Context

Sanofi’s national RSV awareness program was a complex healthcare media program spanning programmatic, paid social, video, multicultural targeting, creative testing, and third-party measurement. Across all channels and audience segments, the broader program ran $8.5M in paid media through December 2022. I led a defined subset of it.

Constraint

The complexity was not just media scale. It was keeping targeting, measurement, and optimization trustworthy across the system.

• Audience complexity. General-market and multicultural targeting required different media, creative, language, and audience strategies.
• Channel complexity. The broader program spanned display, online video, CTV, social, search, audio, and point-of-care environments.
• Measurement. Performance depended on clean trafficking, tagging, Floodlight / CM360, third-party validation, and reconciliation across platforms and research partners.
• Media quality. Inventory quality, verification, fraud controls, and placement quality mattered alongside cost and delivery.
• Creative learning. Message, length, prominence, platform, and audience each materially changed performance.

Measurement sources often disagreed on the same placement, so no single source could be trusted on its own. From the broader campaign’s general-audience reporting, campaign to date:

My role and scope

I was the hands-on media and growth lead across DV360 and Meta, responsible for campaign build, optimization, reporting, and performance strategy, while coordinating trafficking, measurement, analysts, buyers, client stakeholders, and validation partners.

Directly managed and led: DV360 and Meta (built, managed, optimized), general-market and Asian American audience execution, CM360 trafficking and tagging as team lead, and performance reporting. Other channels and multicultural segments in the broader program were managed by other team members.

Approach

Media execution sat inside a larger measurement and decision system, with a weekly and monthly feedback loop returning optimization to architecture, delivery, and creative rotation.

• Campaign execution. Personally built and managed the DV360 and Meta campaigns; managed audience segmentation and campaign architecture; monitored budgets and pacing; optimized placements, inventory, audiences, bids, and creative rotation.
• Measurement. Coordinated CM360 trafficking and tagging; validated measurement with internal teams and third-party partners, including Nielsen; read platform data, site analytics, and external studies together rather than one source alone.
• Audience strategy. Managed general-market and Asian American execution, using in-language and culturally relevant targeting where applicable, and evaluated each audience on its own results rather than as one multicultural segment.
• Creative learning. Used performance data to identify which messages, formats, and treatments improved engagement. Creative came from the client’s creative organization; the media team ran iterations, rotation, and testing.
• Reporting and leadership. Pulled and synthesized performance data, led optimization recommendations, coordinated buyers, analysts, and specialists, and took part in client-facing strategy and reporting.

Outcomes

The strongest signals came from audience-specific execution and sharper creative.

Within my directly managed scope (Asian American audience, December 2022 platform data): 15-second video completion reached 92% against a 70–80% benchmark; Facebook CTR for the Chinese audience was 1.19%, up from 1.10% in October–November and the highest of the Chinese tactics; and programmatic display click likelihood per impression rose 63% from November to December after optimization.

Creative tests. In a cross-audience Meta message test, the shorter, less alarming line (“…before your baby does.”) drew a 0.88% in-feed video CTR versus 0.6% for the longer symptom-led version. In the general campaign’s display read-out, CTR was flat at 0.07–0.08%, but the shorter, less harsh banner drove the most engaged visitors: Floodlight engaged-user rates of 38%, 36%, and 22% across three banners.

Across the broader program (all channels and audience segments, not attributable to my channels alone): a DISQO brand-lift study measured unaided RSV awareness of 69% among exposed respondents versus 47% for control (+22 points; DISQO norm +1.3%; statistically significant at 90%), and aided awareness of 91% versus 84%.

What changed

Performance came from operating the system, not simply buying more media.

• Measurement discipline. Platform performance was evaluated alongside CM360, site behavior, external studies, and validation partners.
• Audience-specific optimization. Audiences, languages, platforms, and creative treatments were judged on their own performance, not averaged together.
• Active media management. Campaigns were adjusted continuously across targeting, inventory, bidding, pacing, placements, and creative.
• Decision quality. Reporting turned large volumes of channel data into recommendations that teams and client stakeholders could act on.